Revista Española de Investigación
de Marketing Esic © 2022.
Av. Valdenigrales S/N. Pozuelo de Alarcón
(28223) Madrid TEL.:914 524100
Ignacio Rodríguez del Bosque Rodríguez y Jesús Collado Agudo
This work analyzes the effect of three factors on the economic results of manufacturers and distributors in their business relationships: specific-asset investments, interdependence structure and opportunistic behaviors. On base of an empirical investigation made in the bakery sector in Spain, the results suggest a possible reciprocity behavior of manufacturers and distributors with regards to the management of their commercial relationships. However, a different consideration of the specific investments made by the channel members is demonstrated.
Keywords: Profitability, manufacturer-distributor relationships, asset specificity, interdependence, opportunism.